Accountants need to build their brands to stand out in the market.
Apple provides us with the masterclass in brand building.
Its brand is built upon defining clear values and a distinct ethos. Apple has always stood for innovation, design excellence, and usercentricity.
Like Apple, accountants need to build a brand that differentiates them to attract clients.But accountants have problems doing this. For a start, accounting is often seen as a conservative and risk-averse profession. Accountants with this mindset will be less creative in marketing.
They will be reluctant to invest in bold, innovative branding strategies. Also, many accountants, especially those in small firms or working independently, are focused on serving their clients. They may not have the time, resources or skills to build their brands for marketing.
This is why smart accountants will outsource brand building to a copywriter.
The copywriter, who understands the accounting industry, will do this in several ways:
1. Develop a Clear Brand Identity
A copywriter will identify the accountant’s niche. Is the accountant focused on small businesses, freelancers, or high-net-worth individuals? A copywriter will tailor the messaging to that specific group. A copywriter will also focus on the accountant’s unique selling proposition.
What sets the accountant apart—personalized service, expertise in a specific industry, or cutting-edge tools?
2. Create Valuable Educational Content
A copywriter will do blogs on issues like business tips, common tax pitfalls, financial planning tips, or industry-specific accounting advice. Content should provide real value, positioning the accountant as a thought leader. A copywriter may also do email newsletters offering tax updates, financial advice, or success stories from clients. Most accountants are good at collecting business cards, so a copywriter can send those people an email asking if they’d like to receive the newsletter.
A copywriter can also invite people to opt in for the newsletter by including a link on the accountant’s website. A copywriter can also develop downloadable content in e-books (e.g., “10 Tax Strategies for Small Businesses”) to capture leads
.3. Optimize for SEO
A copywriter can create search engine optimisation by identifying and incorporating relevant accounting-related keywords (e.g., “small business accountant in [Location]”). When it comes to marketing, SEO is essential. To expand the accountant’s client base, a copywriter will know how to use SEO.
Let’s face it, with the Internet, small businesses now have more options than ever in terms of who they hire for their accounting and bookkeeping needs. If the accountant ranks above competitors in search engines, it makes it easier for potential clients to find the accountant’s website first.
4. Utilize Social Media to Build Relationships
A copywriter can write posts or articles on LinkedIn related to finance, tax, and business advice to engage with a professional audience. LinkedIn has become one of the most popular social media platforms for businesses and professionals to connect, network, and grow their brand.
For accountants, having a strong presence on LinkedIn is essential to validate their profile for referrals or new clients, to build relationships with industry leaders, build their employer brand and establish thought leadership within communities and specific target audiences.
A copywriter can also use Facebook and Instagram to share client success stories, tips, and behind-the-scenes content to build a more personal connection.
5. Showcase Thought Leadership through Webinars
A copywriter can script and help promote webinars on topics such as tax planning, business growth strategies, or compliance changes. When run as a live event, webinars allow for audience interaction and instant feedback, with the added bonus of being available to anyone with an internet connection.
Webinars are not hampered by geography or traffic jams. They are also far easier to record than real life events. Most webinar platforms have this tool built in, which then allows the copywriter to share recording on social media channels. Webinar recordings can be really useful bonus website content for accountants.
A copywriter can embed them on an existing site, with a written transcript to increase accessibility, and they can also be emailed out to potential clients as a taste of the kind of expertise they need.
Attention Accountants!
Are you struggling to build your brand and stand out from the competition?
Feeling self-conscious or simply don’t have the time? Let Leon Gettler at GettlerInk help you. As a copywriter who specializes in the accounting industry, Leon knows exactly how to craft messages that resonate with your audience.
Contact Leon today:
- Phone: 0411 745 193
- Email: leon@leongettler.com
